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Pause, Reflect, Reset How to Build a Winning Social Media Strategy for
Your Business
Welcome
About Me
Hari Das
Director & Creative Digital
Your Social Media Journey
K l a r e c o C o m m un i c a t i on s
How would you describe your
company?
If you don’t like change, you’re going to be like irrelevance even less.
General Eric Shineski, Retired Chief of Staff, U.S. Army
The world has changed. Dramatically.
Brands Operating in a
World of Distrust
Consumers Are Most Trusted News Source
Consumer Attention
Increasingly Limited
Information Overload
Translates to Noise
8
Changing Landscape
Algorithms define our information flow.
This means that, increasingly, people are only
seeing the information they want to see.
You’re more likely to distrust, or simply ignore,
information that doesn’t fit your prejudices.
All this is changing the decision process
influencing your audience.
Changing
Landscape
The way brands reach customers and stakeholders has changed dramatically over the last decade.
Where once we focused on advertising and pitching the media for attention…
Brands today can reach consumers directly by publishing content.
9
The Landscape
Today
Converged Landscape
The formula has changed.
The world has changed.
The roadmap changed.
The language changed.
The pace changed.
The faces have changed.
Choice is growing exponentially.
Lets stop for bit
Exercise
What stories are these brands telling?
Coke - Open Happiness
Nike – Just do it.
Apple – “Think Different”
McDonald’s – “I’m lovin’ it”
‘BMW – NEW: Designed For Driving Pleasure
OLD – The Ultimate Driving Machine
Storytelling is a must.
Experiences rule.
Brand Storytelling
Although the term is overused, brand storytellingaptly describes the new ways brands reach their audience. Now you’ll win attention with a great story.
True brand storytelling is the ability to find commoninterests with your target audience, and tell storiesabout those common interests in a way that is interesting, educational, entertaining, or useful.
For some industries, ‘brand storytelling’ seems a natural fit. For example, a retailer that sells cooking equipment might publish recipes, or an outdoor gear retailer might offer advice about backpacking destinations.
You’re probably already telling a story in some way or another.
It’s much like how you’ve got a brand image regardless of whether you’ve thought about the appearance of your business or not.
If you’ve got a website, if you blog, pitch, tweet or email, you’re telling some sort of story whether it’s intentional or not.
So if you’re already telling a story, then the big question is:Are you telling a good story?
To connect emotionally is an art, not a science.
The astonishing truth
about storytelling.‘Content’ takes many forms – both onlineand offline.
“Owned” is not just a channel.It’s a story.Leading with this kind of story is how you cultivate loyal audiences across channels—even earned—and convert them into brand advocates.
The process for telling authentic, earned-centric
stories that are social by design.
• Edelman’s broad media expertise and audience data inform how they hunt and gather stories.
• They cultivate audiences and develop story franchises that drive attention, through news and attention cycles.
• They go beyond executives, stakeholders, and even customers to find better sources for authentic stories.
Our network of journalists make brand stories feel
like news stories to news-makers. They are
veterans of top tier media:
26
Storytelling elements
27
Success
Innovative / New
Different
Be part of a bigger story
Creativity
Timing is Everything
Stories about how you started
Stories about your progress
Stories about your industry
Stories about your customers' success
Telling your story
It’s about the hook
1. Know your audience2. Know your insights and what resonates3. Know you brand narrative4. Know why you want to tell your story5. Know what story you want to tell6. Know your strengths
Brand Story Telling on Social Media
Is it for Me?
What is Social Media
SOCIAL MEDIA I S AN UMBRELLA TERM THAT
DEFINES THE VARIOUS ACTIVITIES THAT
INTEGRATE TECHNOLOGY, SOCIAL
INTERACTION, AND THE CONSTRUCTION OF
WORDS, PICTURES, VIDEOS ANDAUDIO.
More simply put:
“Social media
is peoplehaving
conversations online.”
The conversations are poweredby…
• Blogs• Micro Blogs• Online Chat• RSS• Widgets• Social Networks• Social Bookmarks• Message Boards• Podcasts• Video Sharing Sites• Photo Sharing Sites• VirtualWorlds• Wikis
• (…just to name afew)
76%, 24M of adults get news on social media.
70% of Facebook users get news on the site
26% have listened to a podcast in the last month; in 2015, this number was 15%.
% Executives on Social Platforms
25%
70%
50%
30%
Sources: Nielsen, Quartz, Pew research
People don’t get news and information the same ways they used to.Platforms are the new front page: 7 in 10 Malaysian adults get news from social media.
JAN 2019
SOURCES: KEPIOS ANALYSIS; LATEST COMPANY EARNINGS RELEASES, PRESS RELEASES OR MEDIA STATEMENTS; REPORTS IN REPUTABLE MEDIA (ALL UP TO JAN 2019). *ADVISORY: PLATFORMS
IDENTIFIED BY (*) HAVE NOT PUBLISHED UPDATED USER FIGURES IN THE PAST 12 MONTHS, SO FIGURES MAY BE LESS RELIABLE. **NOTES: THESE PLATFORMS DO NOT PUBLISH MAU DATA. LINKEDIN FIGURE IS BASED O N MONTHLY UNIQUE WEBSITE VISITORS IN DEC 2018, VIA SIMILARWEB. SNAPCHAT FIGURE EXTRAPOLATED FROM DATA REPORTED IN TECHCRUNCH (JUN 2017).
2,271
1,900
1,500
1,300
1,083
1,000
803
531
500
446
330
326
320
303
300
300
287
260
250
194
FACEBO O K
YO UTUBE
FB MESSENGER
WEIXIN / WECHAT
IN STAGRAM
Q Q
Q ZO N E
DOUYIN / TIKTOK
SINA WEIBO
DO UBAN
LIN KEDIN **
BAIDU TIEBA*
SKYPE*
SN APCHAT**
VIBER*
PIN TEREST
LIN E
SOCIAL PLATFORMS: ACTIVE USER ACCOUNTSBASED O N MONTHLY ACTIVE USERS, USER ACCOUNTS, OR UNIQUE VISITORS TO EACH PLATFORM, IN MILLIONS
SOCIAL NETWORK
MESSENGER / VOIP
JAN 2019
SOURCE: EXTRAPOLATED FROM FACEBOOK DATA (JANUARY 2019); KEPIOS ANALYSIS. NOTE: FACEBOOK DOES NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’.
2.3
4.4
2.3
0.8
2.6
1514
11
20
108
4.8
2.6
1.3
SOCIAL MEDIA AUDIENCE PROFILEBASED O N THE COMBINED ADVERTISING AUDIENCES OF FACEBOOK, INSTAGRAM, AND FACEBOOK MESSENGER
13 – 17YEARS OLD
18 – 24YEARS OLD
25 – 34YEARS OLD
35 – 44YEARS OLD
45 – 54YEARS OLD
55 – 64YEARS OLD
65+ YEARS OLD
FEMALE
MALE
JAN 2019
SOURCE: GLOBALWEBINDEX (Q2 & Q3 2018). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16-64.
CONTENT STREAMING ACTIVITIESPERCENTAGE OF INTERNET USERS WHO STREAM EACH KIND OF CONTENT EACH MONTH [SURVEY BASED]
98% 47% 30% 24% 15%
WATCH VIDEOS ONLINE
STREAM TV CONTENT VIA THE INTERNET
PLAY GAMES STREAMED LIVE VIA THE INTERNET
WATCH LIVE STREAMS OF OTHERS PLAYING GAMES
WATCH E-SPORTS TOURNAMENTS
JAN 2019
INSTAGRAM AUDIENCE OVERVIEWBASED O N INSTAGRAM’S TOTAL ADDRESSABLE ADVERTISINGAUDIENCE
47%12.00 49% 0% 53%MILLION
SOURCE: INSTAGRAM (JANUARY 2019); KEPIOS ANALYSIS. *NOTE: INSTAGRAM DOES NOT PUBLISH ADVERTISING AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’.
NUMBER OF PEOPLE THAT INSTAGRAM REPORTS
CAN BE REACHED WITH ADVERTS O N INSTAGRAM
PERCENTAGE OF ADULTS AGED 13+ THAT CAN BE REACHED WITH
ADVERTS O N INSTAGRAM
QUARTER-ON-QUARTER GROWTH
IN INSTAGRAM ADVERTISING REACH
PERCENTAGE OFITS AD AUDIENCETHAT INSTAGRAMREPORTS IS FEMALE*
PERCENTAGE OFITS AD AUDIENCETHAT INSTAGRAMREPORTS IS MALE*
JAN 2019
FACEBOOK AUDIENCE OVERVIEWBASED O N FACEBOOK’S TOTAL ADDRESSABLE ADVERTISINGAUDIENCE
24.00 98% +4.3% 4 3% 57%MILLION
SOURCE: FACEBOOK (JANUARY 2019); KEPIOS ANALYSIS. *NOTE: FACEBOOK DOES NOT PUBLISH ADVERTISING AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. ADVISORY: FIGURES REPORTED O N THIS CHART ARE BASED O N FACEBOOK’S ADDRESSABLE ADVERTISING AUDIENCE, AND MAY NOT MATCH TOTAL MONTHLY ACTIVE USERS. AS A
RESULT, FIGURES O N THIS CHART ARE NOT DIRECTLY COMPARABLE TO THE ‘MONTHLY ACTIVE FACEBOOK USERS’ FIGURE THAT WE REPORTED IN OUR DIGITAL 2018 REPORTS.
NUMBER OF PEOPLE THAT FACEBOOK REPORTS
CAN BE REACHED WITH ADVERTS O N FACEBOOK
PERCENTAGE OF ADULTS AGED 13+ THAT CAN BE REACHED WITH
ADVERTS O N FACEBOOK
QUARTER-ON-QUARTER GROWTH
IN FACEBOOK ADVERTISING REACH
PERCENTAGE OFITS AD AUDIENCETHAT FACEBOOK
REPORTS IS FEMALE*
PERCENTAGE OFITS AD AUDIENCETHAT FACEBOOKREPORTS IS MALE*
JAN 2019
TWITTER AUDIENCE OVERVIEWBASED O N TWITTER’S TOTAL ADDRESSABLE ADVERTISING AUDIENCE
2.63 11% +4.2% 47% 53%MILLION
SOURCE: TWITTER (JANUARY 2019); KEPIOS ANALYSIS. *NOTE: TWITTER DOES NOT PUBLISH ADVERTISING AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. GENDER SHARE
FIGURES EXTRAPOLATED FROM AVAILABLE DATA.
NUMBER OF PEOPLE THAT TWITTER REPORTS
CAN BE REACHED WITHADVERTS O N TWITTER
PERCENTAGE OF ADULTS AGED 13+ THAT CAN BE REACHED WITH ADVERTS O N TWITTER
QUARTER-ON-QUARTER GROWTH
IN TWITTER ADVERTISING REACH
PERCENTAGE OF ITS AD AUDIENCE
THAT TWITTERREPORTS IS FEMALE*
PERCENTAGE OF ITS AD AUDIENCE
THAT TWITTER REPORTS IS MALE*
JAN 2019
LINKEDIN AUDIENCE OVERVIEWBASED O N LINKEDIN’S TOTAL ADDRESSABLE ADVERTISINGAUDIENCE
4.70 22% +6.8% 41% 59%MILLION
SOURCE: LINKEDIN (JANUARY 2019); KEPIOS ANALYSIS.*NOTE: LINKEDIN’S ADVERTISING AUDIENCE FIGURES ARE BASED O N TOTAL MEMBERS, NOT MONTHLY ACTIVE USERS. LINKEDIN DOES NOT
REPORT ADVERTISING AUDIENCE FIGURES FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’. GENDER DATA HAVE BEEN EXTRAPOLATED BASED O N AVAILABLE DATA.
NUMBER OF PEOPLE THAT LINKEDIN REPORTS
CAN BE REACHED WITHADVERTS O N LINKEDIN
PERCENTAGE OF ADULTS AGED 18+ THAT CAN BE REACHED WITH
ADVERTS O N LINKEDIN
QUARTER-ON-QUARTER GROWTH
IN LINKEDIN ADVERTISING REACH
PERCENTAGE OFITS AD AUDIENCETHAT LINKEDIN
REPORTS IS FEMALE*
PERCENTAGE OF ITS AD AUDIENCE
THAT LINKEDIN REPORTS IS MALE*
Why Should I Care About Social Media?
Social media has changed the way of business marketingnow.
If you are run any business regardless of whether it is large or small ,social networking plays an important role to connect with the new and potential clients.
It gives a great opportunity to turn your followers, fans, reader into your customers.
Reason #1Social networking sites are more popular than porn sites
“IN 2019, I F YOU’RE NOT ONA SOCIAL NETWORKING SITE, YOU’RE NOT CONNECTED WITH THE WORLD AROUND YOU.”
It’s a fundamental necessity in the way we communicate. ITS DIALOUGE
Reason #2
78% of people TRUST the recommendation of their peers – Peer to Peer recommendation
Which means it’s….
Transparent
Inclusive
Authentic
Vibrant
Consumer-driven
Reason #3 People are talking about you and brand . Right Now
Reason #4
Social media has become more pervasive and as such, become a critical factor in the success or failure of any business.
It’s not about spamming 1,000,000 people to
convert1,000 people.
It is about reaching the right 10 people who
reach 100 people who reach 1,000 people.
Getting Started on a Social
Media Strategy
SOCIAL MEDIA IN YOUR BUSINESS
I. It helps to share new products andnews with large number of people.
II. You can interact with your customers easily.
III. It helps to create valuable business connections and relationships.
IV. You can receive quick feedback fromyour clients.
I. It offers the best possible way to create brand awareness quite easily.
Channel Guide
Twitter: Microblogging, 140
characters. Short, concise,
real-time or leading to more.
Foursquare: Check-Ins.
Aggregates users at
events.
YouTube: Everything from
homemade videos to
programmed channels.
Instagram: Photo-sharing
with attitude. 10-second
videos. Quirky and
addictive
Pinterest: Image pinning.
Online, shareable
scrapbook.
Facebook: Everything
from baby photos to
corporate news. No
character limit.
Google+: Social networking
attempt. Important for SEO. Any
length permitted. User-created
video conferencing “hangouts.”
LinkedIn: Professional
connections.
Channel Guide
Vimeo: YouTube with
higher resolution.
Yelp: User-generated
reviews of businesses.
Vine: Six second, user-
generated videos. Owned
by and paired with Twitter.
AVVO: User-generated
reviews of lawyers.
Flickr: Photo-sharing site
used by amateurs and
professionals.
Yammer: Intra-co. or
intra-org. social media
network.
Which social media channel should my business be on?
Creating a winning social media strategy requires a firm understanding of both your business goals and the strengths of the different social media platforms out there.
Here are 6 steps to creating a winning social media strategy for your business.
Social Media Strategy
SPECIFIC
MEASURABLE
ATTAINABLE
RELEVANT
TIMELY
Steps to Getting Started
STEP 1 Identify Where Social Media Fits Into
Your Business
To ensure that your social media efforts are
directly contributing to business goals and
providing ROI, there are several key
questions that should be answered:
i. What is my overall business goal?
ii. How can social media support this?
iii. How much money am I willing to spend
on social media?
of
Communication
Directors say
brand awareness
is their topgoal.
61%
of organizations are
flying by the seat of their
pants with NO
promotional plan in
place.
56%
What Are Your Goals?
I. Increase customer base
II. Generate leads
III. Drive sales
IV. Build awareness
V. Make money from your content
VI. Establish thought leadership
VII. Educate customers
VIII. Customer-source part of your product development
IX. Reach internal communication
Target audience is defined by your business and
marketing plans.
STEP 2 Define Your Target Audience
Understand your target audience. Creating content
that appeals and engages your TA.
Research - base all creative decisions in your
story/content on solid facts and research.
Insight - Don't just focus on the demographics of
your target audience like their age, gender and
location. Get insight into your audience:
• What are their most common problems?
• What do they really connect with
• conducting interviews, asking for feedback
and listening to the questions your target
audience ask online are all good ways to
learn more about them.
Your success depends on how brands can leverage on insights to connect emotionally with your audience
• Build emotional connections with your consumers.
• Communicate messages about your products through meaningful stories.
• Example:
• Apple doesn't tell us a story about how a new iPhone will take better pictures, but it does hint at how we'll feel if we own one.
Are goals and channels aligned
withyour targetaudience?
When you speak to everyone,
you connect with no one.
Audience
What does your audienceactually want from you?
Provide that custom experience.
Customize
69
Exercise
1. Think of one brand insight that relates to your brand.
2. How would you share your story to connect with your audience?
70
STEP 3 Research What Your Competitors Are
Doing
This is not only to understand what your
competitors are doing on social media but to also
understand what works and what doesn’t.
The easiest way to do this is by visiting the social
pages of competitors to see:
i. Which social media platforms they are on
ii. ii. How they are using each platform
iii. iii. What is working and what is not
Key areas to look at when creating your content
strategy are:
i. What type of content will you be producing?
ii. ii. How frequently will you be posting?
iii. iii. How many resources do you have on hand for
content?
iv. How will you create your content — in house or
externally?
v. How you will target your audience
and distribute your content so it reaches them?
vi. How you will reuse and repurpose your story
for improved ROI?
vii. How you will achieve all of this within your
budget and deadline?
S TEP 4 Build Your Content Strategy
Content is King
that Aligns withGoals
90%of consumers find custom
content useful, and 78%
believe that organizations
providing custom content are
interested in building good
relationships with them.
Source: CMOCouncil
74
Guide To Your Story
Be human and natural.
Be engaging, interesting and emotive.
Be interesting to your target audience.
Be simple and easy to understand.
Be short, sweet and concise.
Sound good when read aloud.
Get across all the necessary information.
Convey your core message.
The aim is to build upon the insights into your targetaudience, and to use them to create an interesting andengaging story to present your core message that willhelp achieve your objectives.
Any and all ideas should be permitted initially, nomatter how outlandish or unusual they may be.Take inspiration from other successful content.
Are they unique enough to stand out.Reflect a true insight into the target audience inquestion.
Social media storytelling has to be interesting. It must be simple in nature. You can’t risk loss of meaning. Stick to an easy message to convey.
S TEP 5 Develop a Creative Approach
Its ok if the creative approach is different as long as its backed upby your brief or business objectives.
Reference : The Dollar Shave Clubhttps://www.youtube.com/watch?v=ZUG9qYTJMsIThe creative concept behind that Dollar Shave Club videois: watch a business founder as he gives a comedically bad tourof his factory and convinces the audience to buy his razor blades(That worked for him)
78
S TEP 6 Define Your Measurements
To ensure your efforts are contributing to your overall business goals setting measurements is an important part of a winning social media strategy. Measurement metrics for social media include:
i. Reach/ImpressionThis shows you how many people have seen your content or page.
ii. EngagementHere the number of likes, comments, shares, clicks, downloads and views are measured as an indication of how well received your content is.
iii. Link ClicksThis is as it suggests, shows how many times your links have been clicked
iv. SentimentThis is an indication of overall happiness or unhappiness towards content or a business.
Look & Analyze your Page
Your Analytics: Facebook, Instagram Google, Twitter,
Simply Measured (FREE Analysis Tool)
81
Many brands choose to build an editorial calendar
weeks or months in advance. This gives the team
enough runway to plan for interviewing,
contracting with writers, and sharing the plan with
the PR, communications or social media team.
An editorial calendar will also allow you to build
multiple storylines within a given topic or theme.
S TEP 7 Build a Content Calendar
83
Sample Editorial Calendar Template
Format Format of the content item, e.g. blog, interview feature, infographic, etc.
Title Title of the content item.
Description Brief overview of the topic and key points content item will cover.
Pillar Topic area under which content item is categorized.
Target Persona Audience persona to which the piece is targeted.
Funnel Stage Stage of the buyer journey to which the content corresponds, e.g. awareness, conversion, etc.
Author Author assigned to the content item.
Publication Date Scheduled date of publication.
84
Relaying Your Brand Story
Instead of making your company/product thefocus on your pitch, you must now think like aneditor or journalist.
Instead of thinking, “How do I sell more?” Yourgoal now is, “How do I draw in more readers /followers and build an audience for my content?
85
S TEP 8 Powering Influence
Influencers is one of the best way to market
hospitality and tourism
Influencers are a voice of authority and have
established a following around their personal online
brand. Think bloggers, YouTube vloggers,
Instagrammers, etc.
I. Find an influencer that caters to your
industry and set up an exchange.
II. The goal is to find someone who
creates content that relates to your
business and whose audience would
be interested in what you have to offer.
Experts and “a person like yourself” are most
credible and trusted
20118 2018
More Trust Less Trust
SOURCE: EDELMAN TRUST BAROMETER GLOBAL RESULTS
“I rely on my peers to reassure me. Because their experience is my evidence.”
The Earned Brand
Peers are the new influencers and leading to conversion
Q41: Thinking about the conversations you have online and offline with friends and other people like you about brands, products and services you purchase, what impact do they have on you?
The impact of online/offline conversations about brands with friends and other people like me:
Build inspiration
Push consideration
Moment
of
Truth
16%
17%
25%
27%
29%
37%
44%
45%
They give me a sense of…
They get me
They push me to try new things
They suggest products/services
They make me trust the brand…
They help me overcome…
They help me make decisions
They warn me about the risks
Influencers Audit
SUPER
INFLUENCERS
• Ubiquitous to the beauty
ecosystem
• Centre of tourism
influence and exert
mass influence
• Most vibrant in the
ecosystem, actively:
• Receiving Influence
• Passing Influence
• Originate from the
prominence of platforms
in local markets
• Have the largest talk-
ability index
• High scorers on
influence - reach and
impact
PRIMARY
INFLUENCERS
• Directly impacted by
super influencers
• Amplify and
compliment the norm
/ trend set by super
influencers
• Exert mass influence
• Cater to majority of
brand target
audience
• Large content
creators
• High on influence -
reach and moderate
to high on impact
SECONDARY
INFLUENCERS
• Not necessarily
impacted by super /
primary influencers
• Consulted only on
need basis
• Primary platform of
expression popular
across some brand
target audience
TERTIARY
INFLUENCERS
• Limited influence but
present in the
ecosystem
• Mostly one-to-one
interaction
• Lower on influence
and reach
• Relevant across
some brand target
audience
S TEP 9 Continuously Optimise & Keep Trackig
Using data and insights, you will be
able to identify what works with your
audience and create more of that and
what doesn’t.
It also provides an opportunity to
ensure every dollar spent on social
media efforts is being done so
efficiently.
Ensuring a solid foundation and
continuous optimisation will benefit a
business and help it grow in the long
run.
2. Measure…
3. Adjust…
Review, adjust, and set new
goals and objectives
1. Track…
• Goals
• Campaigns
• Revenue
• Leads
• Contacts
• Don’t rely on typical data
• Test each entry point
• Quantify thevalue
CHOOSE RIGHT CHANNELS ANDTACTICS
• Many business owners creates accounts in each and every social media network available in the web without any knowledge aboutthem.
• Totally avoid the above mistake because its just a waste of time.
• Pick up the social network which issuitable for your business.
• For example: If you are running a photography business, Instagram is the best option to promote your business.
Never Stop Testing
• Does your social strategy match the organizational strategy?
• Are your social channels• interesting and engaging?
• Do they encourage Likes, shares and comments?
• Is there growth ?
It’s real
It’s relevant
It’s authentic
Welcome to the age of
advocacy and influence
Creative Ideas to Market Your Destination
#1 Creating a Tourism Marketing Plan for
Your Destination
#2 Drive Exposure with Influencer
Programs
#3 Create an Amazing Guide About Your
Area
#4 Build a Discussion Platform on
#5 Create Awesome Destination Videos
#6 Use a Challenge to Spark Interest in a
Destination
#7 Gather User-Generated Content and
Promote It
#8 Focus Your Marketing by Traveler
Type
#9 Make the Most of Mobile
#12 Highlight What’s New in Your Area
Time to Get Started!
#11 Use User Generated Content
#10 Use Lifestyle Influencers
#13 BUILD LASTING RELATIONSHIPS WITH YOUR DESTINATION’S LOCALS
Checklist:
1. Channels
2. Engagement
3. Growth
4. Frequency
5. Traffic
To-Do’s:
1. Listen
2. Tell YourStory
3. StayConsistent
4. MaintainFocus
5. Create an
Experience
6. BeSocial
\
Promote, Engage, Interact
Your Mantra
Dove
HP
Airbnb
Thank you!
Q&A
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